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Marketing Management V4
Section
A
Answer any three of the questions below.
1. In what- way is the knowledge of the Indian consumer environment a prerequisi
te for marketers in the design and development of suitable marketing plans? Disc
uss.
2 .To fight against dowry system, the Government of a state approaches you as a
leading social marketing firm to alleviate and curb this menace. Prepare a compl
ete social marketing proposal outlining the four Ps and how they will be applied
to the programme.
3. Distinguish between Market Segmentation and Product Differentiation. Describe
the bases that you will use in segmenting the market for the following products
:
(i) Hair dryer
(ii) Low calorie sweetener
4. What is consumer behavior? Explain briefly the various factors influencing co
nsumer behavior taking example of any consumer durable of your choice
5.Write short notes on any three of the following.
a) Marketing Process and Marketing Plan
b) Consumer adoption process
c) Societal marketing
d) Consumer adoption process
e) Marketing Information System
6. Briefly explain the various steps in the consumer decision making process. Do
all consumer decisions involve these steps? Justify your answer. Describe the s
teps in the consumer decision making process in each of the following cases.
a) A business man considering the purchase of a new mobile phone for communicati
on between the branches of his firm.
b) A consumer considering the purchase of a headache remedy that is advertised a
s stronger and more effective
7. Why does the marketing mix change as the products move through the PLC? How w
ould you expect the mix to change for an innovative home exercise kit as it move
s through the product life cycle? How can test marketing be helpful in launching
new products?
8. Marketing success largely depends on the effective STP strategies adopted by
the firm. Discuss the above statement with two examples of your choice. What wou
ld be suitable segmentation basis for the following and why?
(i) Premium brand of after shave lotion
(ii) Rs. 1 lac small car proposed by a leading Indian car manufacturer.

Section B
Case Detail :
Read the case study given below and answer the questions given at the end.
Case Study
Pint sized Purifier
Water purification (households) market in India is slowly becoming competitive
with the introduction of Aquaguard in a big way. Zero-B is another brand which h
as been in the market for the last few years. It also offers portable models (tu

mblers). New brands are also entering the market. Aquapen, a pocket sized water
purifier was launched in 1997 at a cost of Rs. 594. The product works on a 6V ba
ttery and has a LED indicator which flashes every five seconds to indicate the p
roduct is operational. The purification process lasts for about 50 seconds. A ba
ttery lasts for about 5000 glasses. The company planned to retail the product at
around 50,000 outlets and had planned an advertising budget of Rs. 5 crores.
Taking into account, the other brands in this market, formulate a detailed marke
ting plan for Aquapen addressing the following issues:
a)

Specify the target segment you would select for Aquapen.

b)

What will be its positioning?

c)

Identify the media strategy to reach out to the target segments.

d)

Comment on the distribution strategy.

Section

1. Which of the following statements is correct?

Marketing is the term used to refer only to the sales function within a firm
Marketing managers usually don't get involved in production or distribution deci
sions
Marketing is an activity that considers only the needs of the organization, not
the needs of society as a whole
Marketing is the activity, set of institutions, and processes for creating, comm
unicating, delivering, and exchanging offerings that have value for customers, c
lients, partners, and society at large
2. The term marketing refers to:
New product concepts and improvements
Advertising and promotion activities
A philosophy that stresses customer value and satisfaction
Planning sales campaigns
3. A marketing philosophy summarized by the phrase "a good product will sell its
elf" is characteristic of the_________ period.
Production
Sales
Marketing
Relationship
4. In the relationship marketing firms focus on__________ relationships with____
______.
Short term; customers and suppliers
Long term; customers and suppliers
Short term; customers
Long term; customers
5. The Coca Cola organization is an official sponsor of the Olympics. The firm i

s engaging in:
Place marketing
Event marketing
Person marketing
Organization marketing
6. Which of the following is NOT an element of the marketing mix?
Distribution
Product
Target market
Pricing
7. The term "marketing mix" describes:
A composite analysis of all environmental factors inside and outside the firm
A series of business decisions that aid in selling a product
The relationship between a firm's marketing strengths and its business weaknesse
s
A blending of four strategic elements to satisfy specific target markets
8. Diversification is best described as which of the following?
Existing products in new markets
Existing products in existing markets
New products for new markets
New products for existing markets
9. Market expansion is usually achieved by:
More effective use of distribution
More effective use of advertising
By cutting prices
All of the above are suitable tactics
10. A market with which of the following characteristics would generally be less
competitive?
High barriers to entry
Lots of potential substitutes exist
Strong bargaining power among buyers
Strong bargaining power among suppliers
11. Marketing decision makers in a firm must constantly monitor competitors' act
ivities-their products, prices, distribution, and promotional efforts-because
The competitors may be violating the law and can be reported to the authorities
The actions of competitors may threaten the monopoly position of the firm in its
industry
The actions of competitors may create an oligopoly within an industry
New product offerings by a competitor with the resulting competitive variations
may require adjustments to one or more components of the firm's marketing mix
12. When looking at consumer income, marketers are most interested in
Discretionary income
Deferred income
Inflationary income
Disposable income
13. Today's marketers need--Neither creativity nor critical thinking skills
Both creativity and critical thinking skills
Critical thinking skills but not creativity
Creativity but not critical thinking skills
14. Political campaigns are generally examples of--Cause marketing

Organization marketing
Event marketing
Person marketing
15. Newsletters, catalogues, and invitations to organization-sponsored events ar
e most closely associated with the marketing mix activity of--Pricing
Distribution
Product development
Promotion
16. Toyota's Prius and Honda's hybrid Civic are examples of technological produc
ts inspired by--Style considerations in the Japanese automobile industry
Social pressure to develop more fuel-efficient vehicles with fewer dangerous emi
ssions
The desire of many engineers to simply make interesting products
The realization that Japanese people didn't need large, high-speed cars
17. _____ is the collection and interpretation of information about forces, even
ts, and relationships that may affect the organization.
Environmental scanning
Stakeholder analysis
Market sampling
Opportunity analysis
18. Assume you are in charge of the politically-mandated process of converting t
he economy of a developing African nation from state-controlled to market-driven
business ventures. Your ability to control_____ will most likely determine the
future success of the country and its government.
The culture
Marketing
Technology
Competitive environment
19. Which of the following is typically NOT a result of recognizing the importan
ce of ethnic groups by marketers?
Use of an undifferentiated one-size-fits-all marketing strategy
Different pricing strategies for different groups
Variations in product offerings to suit the wants of a particular group
Study of ethnic buying habits to isolate market segment
20. Early adopters of which opinion leaders are largely comprised of and tend t
o be--Generalized; that is, they tend to lead the group on most issues
More likely to buy new products before their friends do and voice their opinions
about them
From the upper class; people from other classes are more likely to be followers
Quiet, withdrawn people who don't make fashion statements or take risks easily
21. An imbalance between a consumer's actual and desired state in which recognit
ion that a gap or problem needs resolving is called-Motive development
An attitudes
A self-concept
Product Evolutions
22. According to Maslow s Hierarchy of Needs theory, the need for fulfillment, for
realizing one's own potential, and for fully using one's talents and capabiliti
es are examples of__________ needs.

Self-actualization
Physiological
Social
Esteem
23. Strategic marketing planning establishes the--Resource base provided by the firm's strategy
Economic impact of additional sales
Tactical plans that must be implemented by the entire organization
Basis for any marketing strategy
24. The strategic marketing planning process begins with--The writing of the mission statement
The establishment of organizational objectives
The formulation of a marketing plan
Hiring a senior planner
25. Which of the following is a strategic marketing planning tool?
The market share/market growth (BCG) matrix
The consumer scanning model
A market vulnerability/business opportunity matrix
Market sheet analysis
26. These objectives are often employed in mature markets as firms/products ente
r a decline phase. The goal is to maximize short-term profits and stimulate a po
sitive cash flow.
Harvest objectives
Divest objectives
Hold objectives
Growth objectives
27. These objectives are often the most suitable when firms operate in a market
dominated by a major competitor and where their financial resources are limited
Niche
Hold
Harvest
Divest
28. Market expansion is usually achieved by:
More effective use of distribution
More effective use of advertising
By cutting prices
All of the above are suitable tactics
29. Diversification is best described as which of the following?
Existing products in new markets
Existing products in existing markets
New products for new markets
New products for existing markets
30. When companies make marketing decisions by considering consumers' wants and
the long-run interests of the company, consumer, and the general population, the
y are practicing which of the following principles?
Innovative marketing
Consumer-oriented marketing
Value marketing
Societal marketing
31. The process that turns marketing strategies and plans into marketing actions
in order to accomplish strategic marketing objectives is called---

Marketing
Marketing
Marketing
Marketing

strategy.
control.
analysis.
implementation

32. The total number of items that the company carries within its product lines
refers to the ___________ of the product mix.
Width
Depth
Length
Consistency
33. The use of price points for reference to different levels of quality for a c
ompany's related products is typical of which product-mix pricing strategy?
Optional-product pricing
Captive-product pricing
By-product pricing
Product line pricing
34. ____________ is a strategy of using a successful brand name to launch a new
or modified product in a new category.
Duo-branding
Line extension
Brand extension
Multi-branding
35. The fact that services cannot be stored for later use or sale is evidence of
their--Intangibility.
Inseparability.
Variability.
Perish ability.
36. ______________ is the concept under which a company carefully integrates and
coordinates its many communications channels to deliver a clear, consistent, an
d compelling message about the organization and its products.
The promotion mix
Integrated international affairs
Integrated marketing communications
Integrated demand characteristics
37. The stage is the product life cycle that focuses on expanding market and cre
ating product awareness and trial is the:
Decline stage.
Introduction stage.
Growth stage.
Maturity stage.
38. If Honda uses its company name to cover such different products as its autom
obiles, lawn mowers, and motorcycles, it is practicing which of the following st
rategies?
New brand strategy
Line extension strategy
multi-brand strategy
Brand extension strategy
39. The _______________ holds that consumers will favor products that are availa
ble and highly affordable (therefore, work on improving production and distribut
ion efficiency).
Product concept

Production concept
Production cost expansion concept
Marketing concept
40. When producers, wholesalers, and retailers act as a unified system, they com
prise aConventional marketing system.
Power-based marketing system.
Horizontal marketing system.
Vertical marketing system.
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